NRF 2025 solidified its role as the world’s largest retail event, bringing together over 40,000 participants and a thousand exhibitors in New York to discuss innovation, technological transformation, and emerging trends in the sector. The fair featured an intense program with immersive experiences and talks by leaders shaping the future of retail.
Payface was present at the event as part of the BTR-Varese delegation. Represented by its COO, Felipe Barroso, the company immersed itself in New York’s vibrant retail scene, visiting the city’s iconic and modern storefronts and experiencing Apple Vision Pro at the Apple flagship store. ‘Understanding the context of one of the global retail capitals was essential to aligning the trends presented at NRF with our innovation vision,’ commented Barroso.
Artificial Intelligence: The Major Highlight
Artificial Intelligence (AI) was the central focus of the event, with discussions on how it is transforming the connection between brands and consumers, personalizing experiences, and optimizing operations. Leaders like Deb Hall from Starbucks and Todd Garner from Sam’s Club emphasized rapid experimentation and large-scale adoption as essential strategies to maximize AI’s potential.
Among the practical solutions presented by exhibitors at the fair, AI tools for design, marketing, pricing, and logistics stood out. These tools enable agile creation of collections and campaigns, dynamic pricing by location, and customized routing for shipments and returns—leading to more assertive decisions, faster results, and more personalized shopping experiences.
Michelle Evans from Euromonitor highlighted that while technology makes shopping journeys more complex, it also raises consumer expectations for integrated and seamless experiences. She also noted the growing prominence of private labels, which have shifted from just a low-cost alternative to a strategy for reinforcing brand identity.
Payface: Technology for Faster and More Personalized Shopping Journeys
In this context, Payface’s technology stands out. ‘Our AI-based facial biometrics delivers secure, fast, and personalized shopping journeys. For private labels, for example, we integrate biometric identification and payment with retailers’ own POS systems and payment methods, ensuring a seamless experience both online and offline,’ explained Felipe Barroso.
Other notable innovations at the event included 360º video booths, which use body mapping for style and size recommendations, and sensor-equipped shelf labels that improve out-of-stock and inventory management.
The Future of Retail
NRF 2025 confirmed that the future of retail will be shaped by a combination of technology and transformation in how companies organize and execute their processes. In a dynamic, fragmented, and competitive market, adopting technology as the core of operations and strategic decisions has shifted from a competitive advantage to a necessity for business survival and evolution. In this landscape, Payface’s facial biometrics solutions for identification, authentication, and payment will play a decisive role, driving the leading companies of retail’s new era.
